Kalevala Koru’s Wedding of Ilmatar attracts attention to new wedding rings

CLIENT

YEAR

SCOPE

Kalevala

2022

Events,
Influencers

The event called “The Wedding of Ilmatar” was organized at the National Museum of Finland to highlight the updated wedding ring collection of iconic Finnish jewelry brand Kalevala Koru.

Kalevala Koru is an iconic Finnish jewelry brand that is widely known and respected. The jewelry brand updated its wedding ring collection and wanted to tell the right target group about it. Mellakka was tasked with organising a launch event. Mellakka suggested the National Museum of Finland for the event location, which has a national epic Kalevala themed fresco on the ceiling. The space itself is simple and can be decorated in a modern way, and the descriptive fresco also served as one of the stage sets for the event.

The event was kept modern and simple, but Mellakka wanted to bring a bit of the Kalevala epic to it to bring it to life. That’s why Mellakka conceptualised the event as the Wedding of Ilmatar, the goddess of air in the Finnish national epic.

The idea of the event was to present the wedding rings in a magical but at the same time modern atmosphere and offer guests a holistic experience. The decoration and catering were carried out in a visually unified manner that complemented the Kalevala Koru brand. In addition, a contemporary dance group played a role in bringing the story to life through dance.

The guest list was compiled from influencers relevant to the brand, the media, public figures and, above all, wedding industry insiders.

Highlight

  1. The event succeeded in creating the desired buzz around the collection and connected important influencers – such as fashion designers, stylists and wedding bloggers – to the brand and its representatives.
  2. The one-and-a-half-hour event generated more than 100 Instagram stories, and almost every participant shared quality content from the collection.
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